The market is saturated with product and service providers in every industry. Between all the social media platforms and digital marketing channels, it’s easy for your business to get lost in a sea of options. So if you don’t want to be sucked into the void, lost in the crowd, and shouting into the void, I suggest you become really good at storytelling!
Story marketing sets the foundation of sales and in today’s digital world, stories also lead to greater engagement, visibility, and brand loyalists.
Okay but what actually makes up a good story? I’m glad you asked!
Simply put, a story is any account of fictional or nonfictional events or experiences. And in marketing, you use this narrative to make your audience problem aware followed by painting a picture of the transformation or results they can have if they engage with your business.
As a video producer, I’ve spent the last decade uncovering, developing, and creating powerful narratives that drive people to take action. From promotional videos to casual social media content, I’ve seen the power of storytelling especially when paired with video.
Let’s start with some storytelling basics.
Today marketing is more about the stories you tell versus the stuff you make, therefore, your stories should aim to entertain, inspire, and inform your audience to take action.
Your content can draw from a personal account, a client testimonial, be totally fictional, artistic, humorous, or emotional. Regardless of the format, here are 3 things you should do when crafting a message that will stand out from the crowd:
Get clear on your target audience
If you try to speak to everyone you’ll speak to no one. Put yourself in your audience’s shoes and think through what they’re experiencing, what they need, and then go from there. For instance, a woman who balances a corporate job, side hustle, and a family will have very different needs and desires than a young bachelor.Once you know, speak to that person. Make it clear in your language and visuals (if applicable).
Create storylines to evoke a specific feeling
Think through how your client will feel and what they’ll experience by working with you. Will they feel more confident, have more time for rest, feel healthier, happier, or less anxious? Incorporate that into your messaging and tone of voice to even create that feeling while your audience listens to your content.
Real life example: I don’t buy wine because the label sold me on their wine-making process. I buy it because I can envision sitting down with a glass of wine after a long day of work or hosting a girls night with my best friends. I feel at ease, relaxed, and luxurious.
Work backwards and mix in the personal
People want to be seen, heard, entertained, and inspired but I know it can be challenging to craft a story that’s relatable straight out of the gate. I love to work backwards and then pepper in personal, relatable anecdotes. Every story should have a main point, one purpose, and one call to action. Once you’ve got that nailed down, think about a time you, a friend, or client experienced something similar.
Let’s pretend you run a fitness club – sure you can hit on the transformation of feeling healthier, losing weight, getting stronger, having more endurance, etc. but your story will stand out if you tie it all together with a memorable anecdote. For example, talk about the funniest things you’ve seen at a gym or perhaps share how your obsession with Oreos is the only reason you first started working out. People can relate to that and will also remember your story longer than if you just led with the facts and outcomes.
In the end, stories are used to keep people connected. In business, stories are used to drive engagement, revenue, and visibility. For even greater reach and impact, put your story in video format! Not sure how to get started? I’ve created this helpful starter guide for you. Looking for more focused direction? Check out my Attraction Marketing Accelerator program where I help you figure out how to stand out as the expert and attract the best clients through your video, branding, and marketing content!
